7 Ways to Maximize Your Holiday Email Marketing in 2018

It doesn’t take a marketing professional to recognize how
lucrative the holiday season can be for companies, or even how
important holiday email marketing campaigns are to bringing in
revenue this time of year.

Anyone with an email account—which is pretty much
everyone—knows to expect an influx of holiday-themed emails chock
full of enough offers and incentives to keep your shopping merry
and bright.

Eye-opening stats on the effectiveness of holiday email marketing

The prevalence of holiday-related emails is no surprise to
anyone. What might be surprising is just how much revenue companies
earn this time of year:

It’s no surprise then that when
Campaign Monitor analyzed over 400 of our own clients in 2016
we saw some major numbers:

  • Black Friday had the highest email send volume (116.5 million
    emails sent) as well as the highest number of opens and links
  • Cyber Monday was next in line, with 106 million emails
  • While Thanksgiving ranked third for the total number of emails
    sent (about 95 million), Thanksgiving actually saw the second
    highest number of emails opened and engaged.

And remember, you can expect—as a marketer and as a
consumer—these numbers to be much higher for 2018.

7 holiday email marketing tips for 2018

Between the potential revenue and the sheer magnitude of emails
being sent during the holiday, companies face stiff competition to
earn space in their customers’ inboxes, and, not to mention,
their attention. With all those holiday emails coming in, what can
email marketers do to ensure their emails get in front of their
customers’ eyes?

You can nap easy after this year’s Thanksgiving meal, because
these seven holiday email tips are sure to increase the number of
people who’ll engage with your emails, helping you tap into the
massive revenue available to your company this time of year.

Read on to ensure you and your company get your piece of the
holiday pie:

1. Craft a relevant & personal subject line

Did you know that
62% customers open an email
due to the personalized subject
line? Similarly,
68% of email recipients report email as spam
based solely on
the subject line.

Needless to say, your subject line is one of the key factors
that will determine whether or not your emails get opened in the
first place. After all the time you’ve spent crafting your email,
don’t leave the subject line as a last minute detail. Instead,
focus on crafting a relevant and personal subject line for each of
your holiday email campaigns.

It’s no small task to clearly inform your subscriber what’s
in the email and entice them into reading more, while also
including personalization and keeping your subject line short.
Luckily, there are plenty of tried and true ways to
polish your subject line for maximum opens

Be sure to include power words that are short and to the point.
You’ll also want to include personalization: with all the data
companies collect, customers expect a 1:1 experience when they
engage with your brand and personalization is a great way to
deliver and even exceed those expectations. Don’t be afraid of

, either. When used well, emojis are proven to increase
your opens.

Still unsure where to start?

Here are 10 of our favorite holiday email subject lines to inspire

  • One Kings Lane: Post-Christmas grab bag: pick a present for
  • Just Give: Gifts that do good…and feel good
  • Orbitz: Good gravy! 20% off
  • KSL Deals: Save 10% with Promo Code: Christmas10
  • Food & Wine: 15 Thanksgiving Drinks to Start on While
  • The Leukemia & Lymphoma Society: #GivingTuesday is
  • JetBlue: Up to 50% bonus – ’tis better to give AND
  • Lyft: You guys are amazing, you know that?
  • Instacart: This week’s forecast? Stress-free holiday grocery
  • Southwest: Snow Fare Like A Low Fare!

2. Optimize your emails for mobile

More and more people are checking their emails on mobile,
that’s common knowledge among digital marketers. But did you
realize that more
people check their email via mobile devices than desktops

Needless to say, if your emails aren’t
optimized for email
, you’re missing out on major revenue. In
fact, an email that doesn’t render well in mobile is likely to
deleted in 3 seconds
and 15% of your subscribers won’t even
bother deleting. Instead, they’ll choose to unsubscribe from your
list altogether.

Considering all these stats, your business can’t afford not to
optimize your emails for mobile and email marketing best practices
recommend optimizing for mobile year round.

This holiday gift guide email from Trouva is packed with best
practices for mobile-optimized emails: the images are
well-organized and easy to digest, the copy is short and draws the
reader’s eyes to the CTA, and the headline is big and bold. All
of these make this an easy to digest email, especially on a mobile

trouva holiday email

3. Offer instant buying options

With that many people reading your emails on a mobile device, it
makes sense to offer instant buying options this holiday season to
allow your subscribers to click over directly to a shopping

According to research,
46% of all online orders on Thanksgiving Day 2017 happened on a
mobile device
. Additionally, Christmas Day experienced the
biggest jump in mobile shopping, with 50% of all online orders
happening on mobile devices. This means that not only are most
people checking their emails on their mobile devices, they’re
also visiting websites and checking out on their mobile devices,

Including a “Buy Now” or “Reserve Mine Now” CTA not only
encourages your subscribers to convert, but they also simplify the
process and remove obstacles that might hinder their purchase,
especially when your
CTAs are designed to increase conversions

This email from the Ancient Nutrition team does a great job
allowing their subscribers to add a new, seasonal item directly to
their cart. They also emphasize the limited nature of the product,
encouraging subscribers to act quickly:

ancient nutrition holiday email

4. Encourage subscribers to share

One of the great tenets of email marketing is that it’s one of
the best ways to reach your most engaged customers. These people
are usually your most enthusiastic customers, too.

This fact isn’t just a great way to convince your C-suite to
increase your email marketing budget: it’s also an important
consideration when you design your holiday email marketing

According to
, email subscribers are 3x more likely to share
content on social media than leads who came through another
channel. By including the ability for your subscribers to share
your emails, you’re encouraging them to become ambassadors for
your brand.

You’ll reach a greater audience and win over hesitant
prospects through their friend’s recommendation, meaning little
to no extra work for you.

5. Emphasize scarcity

FOMO—or the fear of missing out—is a powerful motivator to
convince your prospects who might be having a difficult time making
the decision to buy.

Emphasizing the scarcity
of your product—or, similarly, the
scarcity of the promotion you’re offering—will encourage your
subscribers to make the leap into being paying customers.

Emphasizing scarcity isn’t about tricking your subscribers.
Rather, it’s about giving them a reason to stop procrastinating
and act now.

Remember, one of the reasons email marketing is so powerful is
that it helps you build a relationship with your subscribers and
any good relationship has to have a foundation of trust. Don’t
tell your customers they’re running out of time if they really
aren’t. Emphasizing scarcity too often or too much can feel
sales-y and no one likes that.

This email from Modernica makes sure their subscribers know
they’re running out of time:

modernica holiday email

Source: Really Good Emails

6. Send segmented campaigns

It seems like every day the news features some story about a
massive data hack at a major company. So why are consumers still
volunteering their data and information despite the inherent risk?
Because they expect to receive value in return. Consumers assume
your company is gathering data, and they expect you to use it in
order to send them only the information they’re interested

When companies are able to build specific,
targeted campaigns
, consumers reward them: marketers have
witnessed an increase of
760% in email revenue
from segmented campaigns.

When you’re designing your holiday email campaigns, focus on
sending the information you know your subscribers are interested in
right now as they begin their holiday shopping and celebrations,
such as:

  • Holiday gift guides.
  • A review of how your customers interacted with your company and
    products the past calendar year
  • Promotions for your Black Friday, Cyber Monday, and Giving
    Tuesday campaigns.
  • Offering a gift for referring a friend.
  • Last minute details for sales or events.
  • Special offers to reward VIP customers.
  • Ways your brand can reduce customer’s stress during the chaos
    of the holidays.
  • A simple thank you to loyal customers.

Readdie used their holiday email campaign to say thank you to
their customers as well as to show them their year in review:

readdie holiday email

Source: Really Good Emails

7. Include offers and incentives

A tried and true method to increase sales is to include offers,
discounts, and incentives in your emails and the holiday season is
no different. Especially during a time when customers expect to
spend money, offering them a great deal will endear your brand to
customers and encourage them to spend more than usual. This is also
a great tactic to increase retention.

72% of customers open an email
due to the discount it offers,
so make your email campaign enticing by offering subscribers
something special for themselves. After all, there’s nothing
wrong with subscribing to a one-for-you-and-one-for-me holiday
shopping mentality.

Casper’s email features a holiday-themed promotion which is
sure to catch their subscriber’s attention. A great subject line
ties their whole campaign together with their product: “This
Black Friday, choose snooze.”

casper holiday email

Source: Really Good Emails

BONUS: 4 new holiday email templates from Campaign Monitor

With some of the busiest months of the year around the corner,
we want to make your emails stand out in the inbox so you can
maximize your results. Make sure you exceed your goals by honing
your holiday email strategy now.

You can get started with our four new holiday templates today,
preparing your most successful holiday emails yet.
View the templates and start building your own right here.

Wrap up

It’s the most wonderful time of the year, so don’t miss out
on the potential to convert new customers and expand your audience.
But don’t focus solely on the revenue and miss out on the
opportunity to say thank you to your loyal subscribers.

After all,
80% of retail professionals
say email marketing is their
greatest driver of customer retention. The chaotic holiday season
offers an opportunity for your company to prove the many ways your
content can add value to your subscribers’ lives, whether
that’s through incentives and offers, special deals, or content
that says thank you.

Follow these seven holiday email tips to elevate your next
holiday-themed campaign and experience your merriest email
marketing campaigns yet.

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7 Ways to Maximize Your Holiday Email Marketing in 2018

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7 Ways to Maximize Your Holiday Email Marketing in 2018